When it comes to selling your products and services, you may merely consider visual attractiveness. The words and pictures you use may appear to be your sole tools for convincing individuals to pay close attention to your brand.
The senses play an important part in consumer impressions and have a strong influence on their purchasing decisions. Along with other methods of marketing like email marketing marketers have always attempted to include the senses in branding, although in a restricted method. But sensory marketing is now acknowledged as an important strategy for establishing the bond between brand and customer by activating various senses and eliciting emotions.
Sensory marketing is currently given more priority compared to email marketing because marketers are attempting to connect with and adjust to these continually changing and highly demanding consumers. This marketing uses all five senses to manipulate consumers' intentions, goals, and behavior by influencing their perceptions, memories, and learning procedures. The objective is to generate a sensory experience that improves the interaction with users through a procedure that utilizes both the intellectual and emotional areas of the brain. As part of this process, the subconscious element supports automatic decision-making and behavior based on previous experiences.
What is Sensory Marketing?
- Unlike popular form of marketing like email marketing people may be unfamiliar with this concept and may wonder, ‘What is sensory marketing?’ Although there are numerous methods for describing sensory marketing, the sensory marketing concept remains consistent.
- Briefly explained, sensory marketing is the implementation of a marketing plan that caters to the five senses of the customers: sight, sound, touch, taste, and smell.
- Sensory marketing includes a wide range of approaches through which you can attract your consumers' senses and influence their behavior depending on how the brand and strategies are perceived by them. Integrating media senses in marketing campaigns and advertising can have a significant impact on your target market and their choice to buy the products.
- Sensory advertising can produce excellent results since connecting to the senses is beneficial in presenting products to people. Senses marketing is a simple yet powerful method of persuading customers to buy a product or service.
Why must Marketers Invest in Sensory Marketing?
According to a new study on the idea of embodied cognition, our physiological sensations aid in making decisions without our cognitive knowledge. Marketers can leverage this extensively researched topic by implementing sensory marketing. In a place filled with basic visual and audio commercials and marketing initiatives, using various sensory experiences guarantees that you can successfully connect with consumers.
Importance of Five Integrated Senses in Sensory Marketing
- The significance of the five senses in relaying ideas and offering experiences varies according to the type of product or service and the phase of purchasing behavior. But, in general, more sensory stimulation indicates more interaction and higher satisfaction. According to research, when multiple senses are involved it can have more impact on perceptions, especially when the concerned senses exchange complementary messages. In other words, every sensory stimulation strengthens the messages provided by others, resulting in stronger, more consistent, and more comprehensive impressions.
- This integrated accumulation of sensory impacts improves the consumer’s perception, lodging it deeper into their memory. Multisensory perceptions facilitate faster product recognition in response to stimuli, along with higher processing speeds and consequently a better assessment of the message.
Engaging the Five Senses
Even though sensory marketing is more widespread nowadays, it is not an easy undertaking. While employing the senses to generate emotions and reactions from your viewers, there are numerous factors to consider. It is critical that you select senses that are consistent with your brand.
One of the most essential is sensory marketing in terms of sight. People enjoy seeing things that are both visually beautiful and fascinating. This sort of marketing goes back a long time when Ancient Egyptians used papyrus posters to attract prospective buyers at markets. Of course, this isn't the only time visual marketing was employed, but it's a good example of just how far back this kind of sales strategy can be traced.
Today, sensory marketing can be done using a variety of methods. You can use graphics, infographics, photos, art, posters, advertising posters, films, text, colors, and many more. Such marketing elements can be located everywhere, but in today's world majority of these graphics are available digitally, on platforms like Facebook, LinkedIn, Instagram, company websites, and more.
Including sound in your sensory marketing plan is also an excellent approach to develop and reinforce your brand. For example, in the 1920s, it was usual for businesses to advertise on the radio. It was accomplished through the use of jingles, brand promotions, and music.
Voiceovers, sound effects, podcasts, and music are among the most prominent types of hearing sensory marketing available currently.
Touch is also included in sensory marketing. Even though it may appear to be an unusual way to sell products or services, it appears to be beneficial in some cases. For example, if you're purchasing a new car, you should take it for a test drive to evaluate how it operates, how comfortable it is, and what was your experience while driving it. The same is true for clothes - when you go to a clothing store, you usually touch the fabric to see its quality, and try the garments on. Touching things like these can help your business increase sales and give clients greater confidence in purchasing your products.
Taste is only applied to food and beverage providers, such as drink companies, restaurants, cafes, cheese brands, and many others. Taste is intimately tied to smell, and its efficiency varies depending on the other senses that surrounds a certain taste. That is not a secret that taste is highly subjective, and that particular flavors and tastes do not attract to everyone - but the same can be said of noises, smells, and images.
How does taste fit into sensory marketing? It's quite simple: utilize samples to captivate your customers. Several customers are hesitant to try new products, particularly if they are accustomed to purchasing a predetermined list of products at the supermarket. But, if you offer them a free sample of your product, they are unlikely to turn it down. Furthermore, if the flavor appeals to them, they are more inclined to purchase it.
Have you previously observed a retail store's signature perfume or the fresh-baked smell that fills your neighborhood supermarket? This is not by chance; stores use scent to connect customers with happy memories and experiences. A scent can be used to encourage buyers to buy a product.
How to Connect to the Senses of Your Audience?
Luckily, this strategy is applicable to a wide range of sectors. Here's how you can use it in yours:
- Combine Marketing Sense with Emotion
Today emotions are more important in marketing than it was ever before. If you wish your clients to have faith in your brand, you must first make an emotional connection.
The stronger you can engage mentally with your consumers, the more likely they will recognize your brand. This, in turn, will allow you to attract to their other media senses too.
- Use the Sense of Smell
Smell is a strong sense, and studies have shown that good fragrances can boost mood by 40%. Find a way to include smell in the brand and maintain it.
However, when employing scent in your advertising, be sure that the aroma is not overpowering. While fragrance has the ability to evoke happy memories, it also has the ability to repel your audience. Address this sense with care and purpose.
- Develop Marketing Senses for Touch
Touch is a significant sensation that most brands can easily profit on. There is almost always a method for your brand to benefit from texture. This may be utilizing substantial, high-quality card paper for postal advertisements or going above and beyond to guarantee your products feel wonderful in a customer's hand.
Whatever method you use, make certain that you are not ignoring this critical sensory potential in your marketing.
- Make Visually Attractive Sense Marketing
Of course, sight is among the most potent senses in advertising. Fortunately, it's also one of the simplest marketing senses to master. To emphasize the importance of sight, ensure that your company's website is visually attractive to consumers, or employ an expert to create your social media or advertising graphics.
Sensory marketing has the power to enhance and amplify brand perceptions. When you realize how sensory marketing may help your brand to make profit, you will be able to broaden your reach and engage with customers in entirely new ways.
Aparna Dutta / LinkedIn
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